Nearly 90% of B2B buyers prefer content from trusted B2B influencers over sales messages from B2B brands. This is a statistic from a recent survey conducted by LinkedIn and which echoes what Kelly Hopping, CMO of Demandbase. recently told us: “They will trust this guy, rather than the Demandbase brand.”
But who is “this guy”? It is clear, of course, that B2B influencers fulfill a different role than B2C influencers. Choosing the latter is as much a question of budget as it is judgment. Brands know that Kourtney Kardashian or Justin Bieber reach hundreds of millions of people and can assess the likely demographics of their audience. But few brands, one supposes, can afford Kourtney or Justin. Expectations must be tempered by reality.
The B2B influencer space is different. What’s important is partnering with an influencer who manages to reach the much more niche audience that a B2B brand hopes to engage and convert. Like Yolanda Zaw of LinkedIn writingB2B influencers are “not here to entertain with viral dance routines or trending challenges.” Instead, they bring deep expertise and credibility. Platforms like G2 and TrustRadius can be used to aggregate opinions in the B2B technology space. For example, an influencer puts a face and a reputation behind their opinions.
6 things to look for. Zaw’s LinkedIn article lists six important traits to look out for in B2B influencers, identified by 1,700 tech buyers in the UK, US and India:
Subject matter expertise (53%). An obvious fact; an effective influencer must clearly show that they know what they are talking about. Reliability (52%). Perhaps a more subjective assessment but also very difficult to distinguish from the one above. Network of connections (52%). This goes way beyond having followers, although reach is important. This involves being engaged with other subject matter experts in the same or related fields. Diversity of content (49%). Perhaps the most counterintuitive trait. If you’re selling CDPs, do you really care if the influencer also writes fluently about CRMs or AI? It seems the public does. Engagement with subscribers (44%). We live in a world where it is not enough to have a big megaphone; influencers must also listen and respond. Authenticity (36%). A relatively low score for what should be an important factor. This perhaps reflects the assumption that influencers are often paid.
“It’s a channel for authenticity,” said Demandbase’s Hopping. “It almost serves as a G2 or a Peer Insights, a third-party evaluator, although you can see that the influencers are paid to some extent.”
More tips. Here are some additional considerations when selecting an influencer to partner with, according to Zaw. Identify “micro-influencers” in the space of interest. There are the Gary Vaynerchuks and Seth Godins, but they will likely be expensive and unlikely to demonstrate a laser focus on the audience a B2B brand wants to reach. Be wary of experts who don’t necessarily present themselves as influencers: analysts, for example, and speakers.
Also look near you. Among your own leaders, there may be people who have influence in the field, beyond the role of spokesperson for your own brand. The same goes for your customers.
Finally, the period when influencers are most effective is that of research and reflection. They are less important both in the discovery and purchase phases. LinkedIn’s study is clearly focused on B2B technology selling and buying, but the suggestions are relevant to B2B across the board.
Dig Deeper: Why influencer marketing is essential in B2B
